Virtual Social Networks and Consumption Patterns of Tehran Citizens

The purpose of this study was to investigate the relationship between the use of virtual social networks of Tehran citizens and their consumption pattern. The theoretical framework is based on the views of theorists such as Veblen, Giddens and Bourdieu. The approach of the present research is quantitative and the research method is descriptive in terms of descriptive path and applied in terms of purpose. Data were collected by a survey method and using a questionnaire tool. The statistical population of the study included citizens over 15 years of age in Tehran who were interviewed using the sample size estimation formula, 600 of them were interviewed using multi-stage stratified sampling. The results, regarding objective dimension, showed that cultural consumption is one of the influential variables in the consumption pattern of Tehran citizens and in addition there is a significant relationship between cultural consumption and the use of virtual social networks. On the other hand, there is a relationship between the use of virtual social networks and the clothing consumption pattern of Tehran citizens. In fact, the use of virtual social networks by Tehran citizens has affected their coverage and how they buy. The results obtained in the mental dimension of the subject under study also indicate that the use of social networks has affected the values and social attitudes of Tehran citizens based on consumerism.